I spotted it over the weekend and joined in with the mob messing with ‘Maximilien Manning’, his fake life, real Facebook friends and ever-changing experiences.

When I replaced his cover photo with a lovely ‘Adventure Time’ wallpaper, it was instantly switched out for a raunchy Rule 34 image of the show’s protagonists Finn and Jake. My eyes may never recover.

One of the oddest things about logging in and ‘becoming’ Max is that Facebook chat allows a profile to write messages from multiple logins. I’d type something and then see messages from the rest of the collective. We had become the Borg.

Seven of Nine does not dig the fake Facebook persona.

Max changed a lot over the weekend. Joe Veix was added as his father. He befriended scores of people and poked others. He moved from Ouagadougou to New Mexico to Brooklyn to Bali to Boca Raton to Lincoln, Nebraska.

His professional life was also busy with stints at Dave & Busters, Arby’s, Uber and Taco Bell as well as a new outfit known only as Memes.

I’d wanted to write about Veix’s experiment when I first saw it on Saturday but agreed with him to hold off until now, for fear that Facebook would unceremoniously execute Max.

Of course, the invented Facebook persona had to be turned to trolling. Veix recounts:

On Sunday, someone changed the profile and cover photos to the Taco Bell logo, updated the account’s job to ‘Customer Service Representative’ and started messaging people complaining to Taco Bell on Facebook, pretending to be a social media manager for the company.

This is not Taco Bell support.

He says there had been 135 logins to the account as of Monday, from locations including France, Sweden, Columbia, the United Arab Emirates, and New Jersey.

The success of Max led him to experiment on Instagram and Twitter. The former hasn’t taken off – only a few photos have been posted – while the latter instantly became unpleasant and was swiftly killed for ‘suspicious activity’:

[It] instantly became sort of like 4chan on methamphetamines. Someone posted the lyrics to ‘One Headlight’ while others added a bunch of bizarre photos. After someone started harassing a teenage girl, I decided to shut it down. Before I got a chance, Twitter locked the account for suspicious activity, right as I was screen grabbing the feed one last time for posterity…

This is what Max looks like right now.

But why hasn’t Max been flagged by Facebook as spam? Veix has a theory, which I agree with. By friending people, liking brands and sharing posts, the fake persona is practically the perfect Facebook user:

[The social network] favored the aggressive usage, and the account spread like a kind of virus, perfectly designed to take advantage of how Facebook operates.

And while it was a fun experiment, it’s also ended up making a powerful point about the illogical way Facebook applies the ‘real name’ policy.

A weird and borderline spamming creation ended up more welcome there than people using pseudonyms or chosen names for their safety or as an expression of an identity their ‘legal’ name does not fit. Of course, it’s also likely that Facebook just hasn’t caught up with Max yet. It probably will now.